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Matchstick -- 'Analyzing the Metrics and Lessons Learned from an Organized WOM Marketing Program: Matchstick's Wine Council of Ontario Product Seeding'
Matthew Stradiotto -- Matchstick
Nicholas Lamplough, Carrie Tropeano, & Ken Wieczerza -- Northeastern University
As part of a Northeastern University class on word of mouth marketing -- taught by Dr. Walter Carl, who is a member of WOMMA's Advisory Board -- Nicholas Lamplough, Carrie Tropeano, and Ken Wieczerza were given the opportunity to analyze and learn from one of Matchstick's product seeding programs (specifically their work with the Wince Council of Ontario).
The students -- who submitted a paper to WOMMA's newly released book "Measuring Word of Mouth Vol. 2" on behalf of Matchstick -- were able to evaluate the program, in which Matchstick identified a pool of 100 influencers from the wine category, "wined" and dined them, and helped them host a wine tasting party (in the name of spreading the word about Ontario wine).
The students were able to get involved in a real world example of word of mouth marketing as a result of this class, which indicates that the next batch of "ready and able" word of mouth marketers and word of mouth market researchers are being groomed and given the tools they need to hit the ground running.
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So, what were the results? Did it work?
Was there any prior research done by the students on the wine industry? Were there any specific success stories that they were basing their strategies on?
Katie - the program worked in many ways. We identified several key parts in our publication as well as areas that could be improved to have success on a much larger scale. Quantitative figures showed a few thousand WOM episodes that translated into increased sales and winery visitors.
Grant - There was no prior research on the wine industry or "success stories" per se. The stories developed after the events formulated by Matchstick. It was the experience that got people talking and it was enhanced by their strategy of finding influencers who would take interest and spread the word.
More details on quantitative and qualitative background can be found in the publication as well as more information on the events themselves.
Thanks for taking interest,
Nick